Our Approach to Creating Superior User Experiences

Our approach: how we create superior customer experiences

Evidence-Based Design

It’s this ethos that drives everything we do.

Only with evidence can you:

  • Avoid design based on assumptions and opinions
  • Avoid ‘design by committee’ and the ‘hippo’ effect (recognise those meetings?)
  • Design more quickly and confidently
  • Be more innovative and edgy; less conservative
  • Avoid jumping on the bandwagon… another product carousel, anyone?

User-Centred Design
(Customer-Centred Design)

This is the framework we use to construct positive, profitable and superior customer experiences.

The key is placing your customer at the heart of your design effort by researching, testing and validating at each stage…

Bunnyfoot’s Hierarchy of Customer Action

We use this to illustrate how we incorporate persuasive and emotional design on top of the vital bedrocks of usability and desirability.

It’s based on established principles and methods from psychology, behavioural economics, usability, ergonomics and HCI.

We use a structured approach to research, define, implement and (objectively) test each level, ultimately creating positive actions, thoughts and feelings by customers.

Joined-Up Interactive Customer Experience (“JUICE”)

When we opened our doors in 1999, most of the work we did was helping people enhance their websites – improving usability, conversions or simply the overall experience.

However, before too long we were successfully applying the same principles to offline experiences (for example, in-store, magazines and TV) – and, of course, to mobile/tablet experiences as well.

Where it works best is where all touch-points are joined-up. We call this JUICE. Some people call it omni-channel, and others call it service design. Whatever you call it is fine by us!

We Are Usable and Accessible

Our clients like our flexible and bespoke approach, as well as the simplicity, practicality and clarity of our deliverables.

  • We work in partnership with our clients, giving support however it’s needed
  • Our work will produce deliverables you can actually act upon, not ones you’ll put on the shelf and dust off every now and again
  • We’ll design bespoke and focused research methods for your project, meaning you’ll get the best ROI possible
  • We’ll always advise you on the best use of your budget… even if that means not spending it with us!
  • If you want the usability police, you’ve come to the wrong place! (We don’t criticise; we help make things better)

The Details: Expanding User-Centred Design Into Its Different Stages

Yes, there are a lot of activities – and, to be honest, no-one ever does them all – so we’ll help you pick the right ones for your project…

Testing and Evaluation

Testing and evaluation is at the centre of things – it’s one of the primary ways of delivering evidence to drive design forward.

There are a whole spectrum of testing techniques including; traditional face to face lab-based testing, remote testing, in the field testing, analytics and MVT.

Activities include:

  • Expert usability eval
  • User testing
  • Accessibility audit
  • Prototype testing
  • Eye tracking
  • Card sorting
  • Navigation testing
  • Look and feel testing
  • Remote testing
  • Analytics
  • Multivariate testing

…and more tailor made for you

RESEARCH

It’s important we understand your goals, your business opportunities, learn from the competition and (importantly!) the wants, needs and expectations of your audience

LEARN ABOUT YOUR
BUSINESS

We immerse ourselves in understanding about you, your business and your objectives

  • Business requirements / stakeholder workshops
  • Participatory design / concept testing
  • Requirement analysis planning
  • Business to customer uncovery

LEARN ABOUT YOUR
COMPETITORS

Learn from your competitors and how you rank against them

  • Competitor research / benchmarking
  • Best practice analysis / feature analysis
  • Digital marketing strategy

LEARN ABOUT YOUR
CUSTOMERS

Uncover the essential wants, needs, and expectations through valid and targeted behavioral research

  • Behavior observation
  • Diary studies
  • Audience surveys
  • Depth interviews
  • User/Customer requirement workshop (focus groups)

MODEL

We distil the research into design tools that are easy to understand and communicate. These drive the design forward from a basis of shared knowledge

DEFINE 
CUSTOMER MODELS

Powerful and proven tools to help understand and describe how your customers interact with you

  • Persona development
  • Scenario and use case setting

EXPLORE 
CUSTOMER INTERACTION

We model the possible ways your target customers will interact with you and your services

  • Content audit and analysis
  • Ideation / concepting
  • Participatory design workshop
  • Mental modeling
  • Mental model / content model

DEVELOP 
TESTABLE CONCEPTS

We create and test concept structures that have been created based on ease of customer interaction

  • Concept rationalization
  • Information architecture
  • Concept generation
  • Storyboarding
  • Lo-fi prototype sketching

ARCHITECT

We design and evaluate your site or system through incremental improvements ….design, test, then improve, then test then…. (as many times as possible)

DEFINE
INFORMATION ARCHITECTURE

We develop the concept IA’s into a Blueprint of the entire site which will help develop the navigation between the pages of the site

  • Information architecture development
  • Content strategy

DEVELOP THE 
INTERACTION DESIGN

Before spending excess amounts of time creating accurate designs. We sketch out potential layouts to your site which can also be tested with the customer

  • Paper prototyping
  • Iterative wireframe development
  • Clickable prototype development

DOCUMENT WITH
BLUEPRINTS/INSTRUCTIONS

Once we have a design that we happy with, we convert it into a fully working interactive wireframe which can test a variety of interactions against its users

  • Information architecture blueprints
  • Interaction design documentation
  • Wireframes
  • Templates
  • Elements

DESIGN

We apply creative execution for our wireframes because many clients appreciate an end to end service – we apply the same rigor to this as to the information design

RESEARCH
CREATIVE CONCEPTS

Creative and brand concepts are explored with you. We might challenge you to think differently.

  • Creative research exploration
  • Mood/concept boards
  • Competitor / brand analysis
  • Creative workshop

EVOLVE AND
DEVELOP THE CREATIVE

Chosen concepts are explored and developed. Ideally we user test responses to the creative too.

  • Creative concept generation
  • Hi-fidelity design application
  • Template production
  • Creative testing

DEVELOP
DESIGN GUIDES / ASSETS

Signed off creative are converted to assets to facilitate implementation.

  • Design guide production
  • Design asset production
  • Presentation layer code

OPTIMISE

LONG TERM
SUPPORT

Access to our expertise and dissemination of our skills into your team.

  • ‘Rent-a-guru’ ongoing ’on call’ immediate access to our experts
  • Workshop, training and seminars
  • Policy documentation

REGULAR
MONITORING

Regular reports and intelligence to keep you on top.

  • Advanced visitor analysis
  • Benchmark quantitative testing
  • Competitor monitoring / trend spotting
  • Social media monitoring
  • Satisfaction surveys and interviews

ONGOING
OPTIMISATION

On going tweaking for improved performance and feeding back of the data about behaviours to insight for the next UCD round.

  • A/B testing
  • Multivariate testing
  • Maintain & update customer intelligence
  • Design Modification updates
  • Persuasion audits

Read enough? Get in touch…

Contact Caroline Bentley to discuss your needs:
0207 608 1670
more@bunnyfoot.com

Or, come and visit us! We have offices in Oxford, Sheffield and London.

Full contact and location details